Kirin: Rong Lin Shijia and the original design of the "previous world"

Under the background of the plagiarism in the furniture industry, there is such a group of people who have been silently insisting on the road of original design. Ronglin Shijia President Kirin is one of the typical representatives. From the Southeast Asian-style "betel nut" to the Chinese-style "Kyocera", the original design of Rong Lin Shijia always gives a refreshing feeling. In the home circle, Rong Lin, the president of Rong Lin Shijia, is a newcomer in the industry, but he always uses his extraordinary ideas to make the products spark more sparks and become a bright color in thousands of furniture. Before 2007, Rong Lin Shijia was still a well-known enterprise. At the Dongguan International Furniture Fair in 2007, Rong Lin Shijia, who had just started to enter the manufacturing industry for one year, won the “Living Room Design Gold Award”. This is not only the only furniture company in Beijing that won this award, but also the furniture exhibition. For the first time in nine years, the first precedent for a company to participate in the award-winning precedent. "This is one of the things I have been most impressed so far." After five years of recalling the situation at the time, Kirin was still very excited. For original design, Kirin has his own unique insights: “Original design enables a company to establish its own advantages in the industry, can help a company grow rapidly”, and a good original design should have “valuable and achievable” The three elements of advanced nature. Kirin said that the ideal state of original design is "at the same time recognized by designers, consumers and the market." In 2012, when the peers were “tightening the money” for the winter, Kirin still invested heavily in the original design. From April 17th to 22nd, 11 pieces of furniture of Ronglin Shijia's Kyocera series were invited to participate in the 51st Milan International Furniture Fair held in Milan, Italy, and was highly recognized by foreign counterparts. Kirin also revealed to reporters that in November, Ronglin Shijia will launch a new series of products - "Indus". Qilin pointed out that the Wutong series has been prepared for 14 months. It is a brand new series that is different from "betel" and "Kyocera". It is based on "new Asian style" and the consumer groups are locked into the golden collar family. Topic 1: Original design and original design of "previous past and present" Rong Lin Shijia and original design of the origin [question]: Recall the strength of Rong Lin Shijia in the industry in 2012, this year's achievements in original design It should be obvious to everyone. As a traditional furniture company executive, how do you view original design? Why are you willing to invest so much in original design? [Kirin]: Why do original designs? I used to be an agent and always sell other people's products. When I started doing it myself, the original intention was to do what I wanted to do. It wasn't that I happened to be original design or something. It wasn't like this. We have so much understanding of the market, we have a lot of ideas, can we express it through products, so we have to put our own ideas into our own products in the beginning, the so-called original design. There is another one, you said that the original design market needs to be needed? In fact, it is obvious. I have always said that the value of Ronglin’s original design is not only to say that it enriches the needs of the market, but also satisfies some ideas of customers. It is not simple. It also creates a possibility for the industry, because the industry was not willing to do original design, and it felt that this was time-consuming and risky, and many people did not think about it. There is a ready-made me to copy it. He sells it well. I copy it and do it. It’s cheaper than selling it. It’s very simple and seems to be a logical thinking, so no one wants to be original. . It’s hard to have one or two originals, and it’s also a designer. It’s more about self, not the market. Therefore, the original original exhibits have a low success rate before Ronglin. Ronglin succeeded this time because we only started to do the manufacturing industry and do our own brand in 2006, but in 2006 the market was very stable and the saturation was already high. It was not a good opportunity for intervention. But why can it be made because its products are unique, that is to say, the so-called original design brings its living space. After Ronglin, there are many people who are willing to do their own design. They also start to find designers, cooperate with designers, and pay attention to design. why? I feel that Ronglin’s corporate name is unknown. Through his own products, he can quickly climb in the industry through betel nut and Kyocera, and he can occupy an industry advantage. Then why can’t I, the original design route can help the enterprise. grow rapidly. This is the same time to go to Milan. Why are so many corporate brands bigger than Ronglin and larger than Ronglin? Why are they not likely to go to Milan? It is because our products are unique, this is very important, and Our products have no Western shadow at all, or who we copy or who we copy, this is not the case. Only with this possibility, the biggest advantage of the Milan exhibition is that your product is created by your thinking, not by others, even if you do it again, it is better than it does. Three elements of original design: valuable, achievable, advanced [question]: Which piece of the original product of Ronglin Shijia is most valued? [Kirin]: We have three aspects that are very important: First, the so-called original design we must be valuable original design, rather than surprisingly surprising, the market is more recognized, we have market demand, value of. The so-called value is to say that it is not a little guiding, or it is a little supplementary. Anyway, it must be valuable. It must not be surprising. For example, if you want to make a square, I want to make a triangle, in order to alienate you, and not like this. Second, it must be achievable. We can't say that we are thinking about it. The paintings on the drawings are very beautiful and very good. It is true that everyone says that no matter whether it is material, craft or even a lot of things can't be done, even after it has been completed, it costs a lot of money to complete. You can make it, but you can't be a product, or a very high cost. It takes a lot of manpower and resources to do this, so you can't copy it. This is not acceptable. Third, our original design must have a certain degree of advancement and some guidance. Let me give two examples. Before we launched betel nut in 2006, there was no style in the market called Southeast Asia. What is Southeast Asian style? No one, including decoration companies, didn’t feel this way. The biggest difficulty in promoting us was to let people know about Southeast Asian style furniture. As a result, 85% of the guests said "What is the Southeast Asian style? Is our decoration a Southeast Asian style? How to integrate it into our home style? I like it very much, bring designers, and designers don't know what Southeast Asian style is." But at the end of 2007, in 2008, the style of the design world was this style. This shows that we are advanced. Kyocera is like this. No one has thought of doing a good job of Chinese classical furniture. Most furniture factories or design studios are trying to find ways to make it more realistic and how it is more like an ancestor. But Kyocera is not, Kyocera is taking its essence out, but it must have the present interpretation. If the ancestors gave us something to explain, let us completely copy it, then we still wear a long gown to stay in the scorpion today. He does not let us pass on these things. They let us inherit the essence of their culture. Let everyone know that this kind of compatibility, the doctrine of the mean, or the etiquette of the Chinese people, the etiquette of poetry and book etiquette are all inherited, but the inheritance is not to be wide-sleeved, it is not such a heritage. . After Kyocera, everyone changed their minds and called new Chinese furniture. One of the products exhibited by Ronglin Shijia Milano exhibited two major difficulties in “original and external”. [Question]: What is the biggest difficulty encountered in adhering to the original design? [Kirin]: There are two inner and outer. "Intrinsic difficulties", original products First of all, you have to find a shortcoming of the market, this is more and more difficult to find, to be honest, when we first started betel nuts, because it is very obvious, I have accumulated for many years. Experience has found a vacancy. But now you have to push so often, launch two kinds in two years and three years, the market space must find out that it is different from others, and will not deviate from the market. It is very troublesome to have the image and the existing deviation, but it can be accepted by everyone. This space is getting smaller and smaller and more and more difficult. Although Reddy and Jay are very weird, he does not completely deviate because there is space. This is the biggest challenge for us. Is there any room for you to find out? After you finish searching, can you put the things in this space as a series of products and add them as a series of products? There is a process of thinking about the integrity of the whole, which is inherently difficult. "External things", in fact, the original constraints are still the current atmosphere, the entire market environment. One is peer plagiarism, which is a cliché; there is also a real consumer who has so far appreciated the added value of the design elements of the furniture industry but does not want to accept it. For example, what we sell today is the cost of its materials, functions, and labor. It sells hard things. In fact, apart from this, the biggest difference between original design and ordinary design is the added value of its design. However, China has not dared to add it in the furniture industry so far, and it is impossible to add it because the customer will not accept it. This is a In fact, it is quite stressful. And the design is not a simple added value, the design itself has a cost. Like we now see international clothing, Louis Vuitton, Armani, Yves Saint Laurent, etc. are all things that designers bring to their products. The most satisfactory state of original design: designers, consumers, and the market are recognized [question]: What kind of state will the original design meet? [Kirin]: All three people are satisfied. First of all, the designer can really take out the things that the market needs. This is a prerequisite, and he really has his own value. Second, consumers recognize this value and encourage the existence of this value, I can pay for the design. We have already bought a lot of singles for mahogany furniture, but this purchase is not a design value. How many people buy the design of Ming and Qing furniture masters? No, Ming and Qing dynasty is the best furniture heyday, you will see a lot of crafts and rumors spread. A lot of materials came down, and a lot of furniture was handed down, but there was no designer who came down. Everyone knows that Ming and Qing furniture is beautiful, how do Huanghua pears know, and the structure is said to be a few treasures, but it is not said who designed this. Third, everyone in the big market environment must respect this matter.

More exciting information is available at GO Home.

GO Jiaju is a platform that provides furniture, building materials, home furnishings, home textiles and home furnishing. On the top of GO Jiaju, you can also see home textile information, home information, furniture information, home decoration information, and thus understand the relevant content of brand home, brand furniture, brand home textile, brand home decoration, brand building materials.

Hot selling products

Hebei Haiao Wire Mesh Products Co., Ltd. , https://www.haiaowiremeshfencing.com